PRO TIPS:

5 strategies to Earn Back Impression Share in Google Shopping

It’s no secret competition in Google Shopping is on the rise as more retailers enter and increase their investment in the channel. What was once the savvy marketer’s secret is growing more crowded by the day.
You might see a drop in impression share, even during times that have historically been your strongest.
By choosing your battles wisely, you can regain impression share despite increased competition in Google Shopping. Take these strategic steps.
1. Adjust Your View of Impression Share
2. Dig Into Other Competitive Metrics
3. Re-Evaluate Your Mobile Strategy
4. Gain Control Over Keywords
5. Modify Titles to How Shoppers Search

1. Adjust Your View of Impression Share

Be sure you’re looking at impression share at a granular level, such as by product group. This lets you gain a much better understanding of important segments of your catalog, such as top sellers or high-margin items.
PRO TIP
If you have only one campaign, consider breaking out your highest and lowest performers into separate campaigns to get a more accurate view of impression share for the most important parts of your catalog.
DIVE DEEPER
Learn why campaign structure is a major key to successful campaigns.

2. DIG INto other competitive metrics

Impression share is only one metric that reflects how well your products stack up against the competition. By tracking a few more metrics, you can better understand the competitive landscape and what might be contributing to low impression share. We suggest looking at benchmark metrics and click share.
PRO TIPS
Benchmark Metrics: When bumping up bids in response to competition, be sure to adjust them only on individual products you deem worthy of a higher bid. This way, you can ramp up budget only on priority products, without overspending on the larger product group.
Click Share: If impression share is low, and click share is high, you might consider bidding more aggressively to increase impressions, and earn even more clicks.
DIVE DEEPER
For more information on Google Shopping metrics to watch, check out these key takeaways from the 2017 Google Shopping Benchmarks Report

3. RE-EVALUATE YOUR MOBILE STRATEGY

Increasing your impression share on the right products on mobile can translate to big wins across all devices. Ensure you’re not being too conservative with mobile bids. Those mobile impressions can lead to desktop conversions.
PRO TIP
Create a separate campaign just for mobile. You can set mobile-optimized bids and gain much better views into your product performance across devices. 
DIVE DEEPER
Learn more about maximizing ROI with mobile campaigns in this E-commerce Marketing Minutes video.

4. GAIN CONTROL OVER KEYWORDS

If you’re ready to get even more granular to grow impression share, look to search queries. Start by reviewing your search terms report—available in the Dimensions tab—to find your most valuable search terms.
PRO TIP
After determining your most valuable search terms, focus on growing impression share only on those items. See how it's done, taking jeans as an example product.
DIVE DEEPER
Learn more about the Dimensions tab in this E-commerce Marketing Minutes video.
There you have it. You don’t have to blow your budget to win impression share. By segmenting intelligently and spending strategically, you can position your products in front of the right shoppers even as competition grows in Google Shopping.
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